What makes a great story? What about it caught and held your interest?

We have a few video testimonial tips for effective storytelling. In the same way we use stories to pass on what’s important, funny, or educational – your brand can be framing testimonials as another means to get your story out into the world.

An engaged storyteller

Testimonials aren’t meant to be too long, and it’s for a good reason. Viewers should be able to get a sense of what your brand does well from a quick, engaging story or anecdote. Unless you want them tuning out or clicking away, the storyteller should be passionate about what they have to share.

An audience is going to be able to tell if the person isn’t too enthused, or, worse yet, being paid to give a scripted testimonial. They don’t have to be a professional, like an actor, to get their point across. They simply need to be engaged with the topic, and it’ll show through.

Structure

Every story has a begin, middle, and end. Just the basics – it’s a formula that’s used every time we tell a story, without even having to think about it. In the case of video testimonials, the conflict of the story usually receives a lot of focus.

You’ll want testimonials which highlight conflicts, or problems in the lives of your clients in order for the testimonial to highlight how your brand was able to solve them. People are looking to you to fill a void or solve a problem; otherwise, why bother investing in you?

Sticking to the point

One of the worst things to happen to a good story is rambling away from the main point. In the case of testimonials, this can be a killer. Whether they’re discussing your top notch customer service, or your latest feature update – however long the testimonial is, it should always come back to a single main point.

The danger of trying to say too much in one testimonial, is that you’ll lose the attention of your audience, and end up with ineffective video that can’t be used.

It’s better to keep the focus narrowed and have one good, if short, story, rather than trying to make too many points at once.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

New year, new you – right? The same can be said for your brand. As we get in gear for 2015, here are some video testimonial best practices to make sure start out on the right foot!

Get into the habit of asking

If 2014 wasn’t the year of the testimonial for your brand, there’s at least one easy fix – if you haven’t already, get in the habit of asking.

The fear of being turned down is common, but the truth is that most clients are more than happy to help your brand out by recording a testimonial. People who are choosing to invest their time and money and stick with your product or service because they’re happy with what you do are going to have no problem telling other people why they love what you do.

Know where the focus should be

Cut down on the need for editing video testimonials by knowing where the focus of each video is going to be. This isn’t the same as leading clients, or taking it a step further and coaching them on what to say – which defeats the purpose of organic testimonials.

Instead, it means being aware of which of the best aspects of your brand are being explored. You don’t want ten videos praising your customer service, and zero mentioning the latest feature you’re unveiling. While it’s awesome to have testimonials that provide examples of stand out customer service interactions, you’re also looking to have video that covers more than one topic.

Put your best face forward

Remember to rotate your testimonials. There are always going to be some that really knock it out of the park. Resist the temptation to keep that video, or the handful that really do a great job, at the forefront for extended periods of time.

Rotating video is a good idea because it means there’s something new for prospective clients to check out when they visit your site. They want up-to-date information about your services and what you do, and rotating video is one step to make sure they’re getting it.

Make the process easy and accessible

In 2015, give your brand and loyal clients the gift of an easy and accessible testimonial recording process. Whether it’s in your office with a phone or tablet, from the comfort of their home or on-the-go – making it easy on everyone means they’re more likely to repeat the process for you in the future.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

What makes a good video testimonial? When brought together, certain elements have the power to make a statement that’ll stick with consumers. So, how does the magic happen?

Here’s what you’re going to need.

Concise video has the most impact

Each testimonial has a point to make. Whether the focus is on your brands great customer service, or an awesome feature that deserves a recommendation – each video should focus on one point, and only that point.

There’s no definitive time limit for success. To put it simply, each testimonial should be as long as it needs to be. Concise video is able to hold the viewers attention. It doesn’t wander or lag. Just gets to the point; doing its job with the efficiency that has made testimonials a go-to marketing effort.

The real deal

This seems like a no-brainer, but it’s worth mentioning! Good testimonials are genuine – simple as that. They aren’t paid for or given in exchange for some other form of compensation.

The obvious downside of buying testimonials is that consumers can easily sniff out when they’re being lied to. More importantly – why would you want to buy testimonials? What is there to gain? Not only does purchased video pose a threat to your credibility, it also isn’t capable of showing how truly great your brand is.

Good testimonials come from users who know your product or service inside and out – and that isn’t something you can buy.

Address initial problems and overcome concerns

All buyers have concerns and problems. Which is where you come in. How can you help prospective clients? How can what you offer improve their life?

Testimonials should touch on how you were able to solve a problem with your product or service – while alleviating concerns that come up in the buying process. Consumers who are wondering whether your brand is worth the investment of their money and time should have that question answered in each testimonial, no matter what the focus of the video may be.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

When we talk about video testimonial benefits – some are more obvious than others. Obviously video is great at doing what text, alone, can’t. And with the ease of sharing and getting the word out about your brand from the people who love it the most, it’s no wonder that testimonials have taken off.

But what about some of the less discussed benefits?

One of those benefits is the way testimonials solidify existing and new relationships with clients.

In order to receive video, you have to be engaged and actively reach out to your clients. In the process, you’ll be getting to know more about them.

In the scramble to keep up with all of the aspects of your brand, those relationships are something that can fall by the wayside. It’s important to be reminded that if we’re not checking in, in this case, for feedback about testimonials, we should be making it a priority.

Not only that, but clients appreciate you wanting their feedback.

They want to know that you value what they have to say. It shows dedication to the customer experience, which is something many brands fall short on. Often, it has to do with fear of hearing something negative, or losing sight of the fact that we wouldn’t be where we are without those customers, who we’re neglecting in some ways.

Testimonials place the focus back on priority number 1: customer experience.

The truth about testimonials, is that the majority of people you ask will be happy to record something for your brand. It’s the reason they stick with you, and plan to do so in the future.

But what about negative feedback? If you make it clear to clients that you’re open to feedback in the form of positive testimonials, it also makes them more willing to come forward if something negative does occur. Instead of Tweeting about it or abruptly closing their account – imagine if they came to you first. If they gave you the chance to look at what happened, address it appropriately, and actively work to make sure it doesn’t happen in the future.

That’s a lot of power, and something that you should strive for. When you open your brand up to accept positive feedback in testimonials, you’re also being given the chance to show that you care about the negative as much as the positive. That you view their experience as priority number one at the end of the day. It’s the way things should be across the board for brands – and if it’s not, testimonials can serve as a great reminder.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

What’s the secret behind video testimonial effectiveness? We know there’s a lot of power in allowing consumers to hear from their peers about brands, rather than trying to do all the talking, ourselves.

As effective as they are, there are some small ways you can give the testimonials you have a boost to make sure they’re having the biggest impact.

Keeping it organic

The best video testimonials are the ones that don’t sound salesy. There’s no marketing jargon, or bland descriptors like, best deal ever. Brands find themselves getting into trouble when they deviate from guiding their clients, about things like how a testimonial should be formatted, to time limits, and start actively coaching them or strongly influencing them on what they should say.

The reason testimonials are effective at all is because they aren’t like other marketing efforts that come from the inside, where we’re in charge of what’s being said, and how. Strip testimonials of the fresh, honest feedback that drives them, and the question becomes – why bother doing them at all?

Keep it organic by not becoming too involved in what’s being said. Let their thoughts, and the ensuing conversation unfold naturally for best results.

The right display

Brand continuity – which includes choosing an overall design, layout, and colors that match your brand’s presence on and offline is important. Done the right way, consumers will be able to pick you out based on some of those identifiers, alone.

You can still keep up brand continuity on your video testimonial page without sacrificing the accessibility for members or your audience who aren’t so tech savvy. While it’s great to have a page that looks slick and stands out, your page should allow the testimonials to do the talking, rather than relying on a layout that makes navigation difficult and detracts from the power of what your clients have to say.

Updating when appropriate

Asking for video testimonials, as part of your marketing tool belt, isn’t done when you hit a certain number. You may have ten, twenty, or more videos, but they’re only effective when they highlight the journey your brand has been on.

If you roll out a new feature or want to highlight a change in your product or service that prospective clients can get excited about – you have to keep asking and keep receiving video that’ll effectively discuss and show that growth. Older videos, while still relevant if they touch on awesome aspects of your brand that are timeless, should be balanced with new video, where your brand can shine as it is, instead of focusing on the past.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

There are plenty of tips for video testimonials; specifically how to ask and receive great video for your site. Some of the more common ways include asking on your blog, and sharing the link to your site where they can record using a video testimonial app.

But what about in person testimonials? How can you be sure you’re ready at a moments notice when someone has something great to say? Here are my tips so you’re never unprepared!

Through social media

If your brand is active on social media, you’re probably being presented with reviews and comments that would make great testimonials. The key to turning a glowing review into a testimonial is all in the asking. In order to make it happen, your brand should be on top of social media. Instead of asking after a review has been sitting for months, you’ll want to get in contact with the person who left it sooner rather than later.

That’ll mean the testimonials you receive are fresh while showing that your brand is on top of social media and actively interested in hearing what consumers have to say. Reaching out to ask via social media only takes a matter of seconds, and will do a lot more for your brand than just leaving up the text review.

At events with industry peers

The golden rule of getting great testimonials at a moments notice? Always keep a recording device, whether it’s a hand held camcorder, your phone, or tablet, on hand to capture comments about what your brand does best.

These testimonials don’t have to be perfect and planned out, and that’s the beauty of them. You’re surrounded by peers and friends who know your product or service inside and out, and you have established relationships that make asking easy. All it takes it keeping your phone or other device on hand, prompting them with a question or great thought they’d shared recently, and you’re looking at receiving pretty valuable video.

From the comfort of your office

This way to ask is piggybacking off what I discussed above. It might not sound like the most creative way to go about things, but being prepared from the comfort of your office can get overlooked, and is important in receiving testimonials on a moments notice.

Keep your phone or recording device handy so you can say, I really like what you just said/have to say. Would you be okay with saying it for a testimonial?

Clients are generally more than willing to shoot a quick video, allowing for you to showcase their fresh perspective with people who are taking their first look at your brand.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

There’s plenty to be said about how to create a video testimonial – but how about creating testimonials that aren’t a drain on time? Here are some tips on how to do it the easy, and right, way.

Choosing the right setting

Knowing ahead of time, the type of environment a video testimonial should be recorded in is key. If you’re at an event or engagement with peers and are able to grab a testimonial on-the-fly, it’s okay if it comes out looking a little rushed because you’re mostly going for a quick clip in that type of situation.

But ideally, testimonials should be recorded in quiet, well-lit spaces. In an office, at home – wherever it may be, it’s important that it’s quiet so viewers can easily make out what’s being said, and well-lit, so the person doesn’t come across as suspicious.

Recording convenience

Recording video testimonials would be a huge hassle if it involved lugging around expensive equipment to pull one off. Can you imagine all the time it would take, as well as the cost?

Now they can be recorded on a phone or tablet, from anywhere, or easily accessed through a click-through link on a website. There are plenty of options, which is a great way to cut down on any time crunch.

Knowing which points to hit

Narrowing down the focus of each video is an important way to save on time – and frustration! Testimonials, as a rule, shouldn’t be long-winded. They’re meant to introduce the person, speaking, which will give insight into why what they have to say matters, and then move on to give the testimonial in under a minute.

One testimonial shouldn’t be doing the work of five.

Rather than trying to say too much, and cram too many points into one testimonial, limit the focus to one point that can be explained without the temptation to go off track and blur the initial point being made. It’ll save a lot of time that would otherwise have to go to editing, and makes for better video!

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

Having a little trouble reaching your boss about using video testimonials for business? There can be a lot of reasons for their resistance. Sometimes it’s discomfort with change, or simply not knowing enough about what makes video testimonials so powerful.

Either way, if it’s your job to do the convincing, here’s what they need to know.

Video does what text can’t

Text testimonials an only do so much. They don’t jump off the page, or offer a glimpse at a real consumer who has taken the time to talk about what your business gets right.

The key is that text has its limits. When it’s shared, a wall of text is more likely to turn consumers off, compared to video, which they can watch and then share with family and friends on social media. There’s also the issue of speculation about whether or not text reviews are written by consumers or your business. Plenty of brands have taken a hit after trying to write their own testimonials, usually loaded with generic praise, which consumers sniff out with ease.

Video cuts through that suspicion by connecting consumers with who they want to hear from most – each other.

Consumers want to hear from their peers

It’s no great mystery why consumers look to each other for cues on where to invest their time and money. If your brand is talking itself up from within, consumers are most likely going to be turned off. Of course you believe in your brand and want them to work with you! That’s a no-brainer.

While a business that brags about what a great job it does isn’t likely to inspire much trust from consumers, when your clients take the time to record a testimonial for you to display, it gets the attention of other consumers who want to make sure they’re making a wise investment.

Not only that, but testimonials are more likely to hit on the points that are important to consumers:

What problem does your brand solve? What do you get right that your industry peers fall short on? Why should other consumers work with you? What notable features come with your service?

These are just some of the questions consumers need answered, and who better to get them from than clients who have used your services and have plenty to say?

It’s budget-friendly marketing

Video production isn’t what it used to be, especially in the case of testimonials. Instead of shelling out big bucks for equipment, or having to hire people who know how to use it – testimonials can be recorded anywhere from in offices, at kitchen tables, to inside a coffee shop.

It’s as easy as utilizing video software, which allows clients to record from their computer, tablet, phone or other device. They can find the link on your website, or download an app and do it on-the-go. The point is that it’s not just budget-friendly, which is a huge point in its favor, but it’s also user-friendly.

If you have to nail your pitch in favor of video testimonials for business down in one line, let it be this:

Video offers creative solutions rather than boxing businesses in.

From testimonials to video campaigns – video can accomplish great things and allow you to engage consumers and existing clients in new ways. It can be difficult to bring out bosses around to change, but the truth about what they’re potentially missing out on could be the thing to do just that!

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

It goes without saying that you have a lot going on. Why not take down some tips about how how to make a customer testimonial video the easy way?

Keep the process simple and pain-free for you and your customers, and not only will it yield great results, but it’ll make customers more likely to work with you again, should you ask.

Knowing when to ask

One of the best tips for leveraging customer testimonial videos is to be proactive. It’s great to get in the habit of asking for them, but you should also make it easy for customers to come to you.

If you don’t have a space on your website for customers to come to you with feedback, what are you waiting for? You’re missing out on the chance for them to come to you, for them to let you know the ins and outs of their experience. That point of contact can be a great time to follow up, asking if they’d like to record a video that’ll let other people know what you’re able to do for them.

If you’re seeking out customers for testimonials, here’s a few basics to keep in mind:

How long have they worked with you?

If the answer is less than at least a few months, it’s probably too soon. Make sure they’ve been with you long enough to have a clear idea of what your service can do for them, and why you’re the best at what you do.

Have you asked them to preview a product/service update or new feature?

If not, again, you’re missing a great opportunity! Asking a few longtime customers to test out your latest update ahead of its release not only makes them feel valued, but their thoughts will make for a great testimonial.

Providing guidelines

Instead of getting into the great testimonial script debate, keep it simple and offer guideline, instead. Scripts catch flack for making testimonials sound manufactured. Guidelines, on the other hand, address the structure of the testimonial, and how you’d like them to go about it. This can range from asking them to state information like their name, age, or location at the beginning of the video, to including a time limit.

Guidelines aren’t meant to tell your customers what to say or how to say it. That defeats the entire point of having their real, fresh perspective. They can make it easy on you and your customers by giving them a rough outline of how to format what they have to say. That way you won’t be receiving video that needs timely edits, and customers will find the process easy, and one they’d repeat.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+

There are a few myths floating around about video testimonial scripts. The majority of the myths have have more to do with how we choose to approach our use of scripts than anything. Done right, your script won’t sound salesy, and it should never be used to tell the person making it exactly what to say. It also doesn’t have to mean the person in front of the camera will spend their testimonial making eye contact with the script instead of viewers.

It really boils down to the approach you take with scripts, and what you avoid. Here are some of the myths – and how you can use a script more effectively.

Myth #1: Scripts sound salesy

Correction: Bland scripts sound salesy. I’m pretty sure we’re all familiar with a lackluster script. When you watch video with someone staring listlessly at the camera, repeating a few lines that have obviously been prepared for them, you’re not really inclined to believe what they have to say, right?

With video testimonials, a script is only as good as the thought you put into it. Instead of focusing on providing a word by word breakdown of what you’d like to hear – focus instead prompting the recorder for simple details like name and city. Putting a name to a face allows viewers to connect with that person, seeing them as another run-of-the-mill consumer. Adding their city can be important if you’re a local business, showing how wide your reach is, or that you’re trusted by other members of the community where the consumer lives.

After that, it should be about the one question or topic you’d like them to comment on in the testimonial, which gives them a starting place, and allows them to talk about how awesome you are – in their own words. What you don’t want to do is use a script to fill in exactly what you want said in the testimonial.

Which brings me to my next myth.

Myth #2: Scripts seem/are dishonest

There’s a few reasons scripts aren’t so popular, and I think it’s worth going into detail about why this myth, in particular, is so damaging and untrue.

Scripts that do the talking for your client aren’t doing you any favors. The most obvious reason having to do with the ability of consumers to sniff out false testimonials and claims from brands. It’s a sense that’s been finely honed and has gotten plenty of brands in trouble. Red flags include generic terms like, “best deal ever”, and way too much positivity without faces or names to back it up. Those red flags can turn into a lot of speculation, which is going to do a lot to dent your credibility.

It’s also worth mentioning that scripts aren’t inherently dishonest. It’s what you put into it, and what you expect out of it that makes a difference.

While some testimonials seem dishonest, thanks to a script that relies on buzzwords and other terminology that don’t come naturally to consumers, there are very clear cases where video testimonials cross the line into complete and total dishonesty. For example, finding a total stranger, or someone you know, and paying them to sit down and say nice things about your brand is a total foul. Asking someone who isn’t familiar for your product or brand to record a testimonial is bad enough, but when you consider using money as an incentive so consumers will only hear fabricated positives – that’s pretty low. Not only that, but as I mentioned earlier, consumers are going to have no problem figuring out what you’ve done, which means, apart from being dishonest, it’s also not worth tanking your credibility.

Myth #3: The person will stare at the script the whole time, and the testimonial will be awful

There’s plenty of video out there that has fallen prey to someone who’s recording themselves and relying too heavily on a script. We’ve all seen it. It’s terrible, and not what you want for your video testimonials.

But it doesn’t have to work that way. We’re all familiar with people who aren’t too comfortable in front of a camera, or might ramble when they record themselves. A script can be a great way to make them more comfortable; it’s something they can go over multiple times, and can make it easier to remember the gist of what they’d like to say.

The key being – the gist. A video testimonial script is at its best when it works as a guideline of sorts. It shouldn’t be padded with your words, or used in a way that presents the recorder from making eye contact. It should put them at ease, give them direction in the form of a question or prompt, so they feel comfortable saying what they think, in their own way.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+.

Even if you’re aware of your needs and how they’ll change as you grow, checking in to determine if you’re getting the most out of your video testimonial app is always a smart choice.

There are some features that you might know that you need, right from the jump. Others, you’ll come to appreciate with more experience working with a video testimonial app and testimonials in general.

Here’s the rundown of what your video testimonial app should be doing for you.

Ease of use

This is one of the most basic aspects, but still an important one to consider! On the back end – is navigation easy? Does the layout feel too clogged or confusing? You should have a streamlined layout that allows you to get all the behind the scenes work done without having to wade through unnecessary clutter.

On the front end, it’s important that clients and employees can download the app and use it on the go. If an employee asks for a video testimonial at a conference or other gathering where industry peers will be in attendance, you want to know they’ll be able to grab a quick, quality video that can be uploaded without a problem.

Customization

Having a variety of customization options means you can keep up brand continuity.

Why is brand continuity important? It means consumers can put a name to who you are based on a logo, color scheme, or other choices that are unique to your brand. As soon as they see it, they think of you. It’s important that you extend that recognition to your testimonials.

On-site recording

Not everyone who wants to give a testimonial is tech savvy, or maybe they’re under a time crunch and want to record it and send it right from your site.

Whatever the case may be, it only makes sense that you’d have the option directly on your site. This makes the process that much easier, which means your clients will be more likely to repeat the process if you ask them to.

Organization

How is your app on organization? If you’re like me, and not the best at keeping an orderly system, an app that allows tagging and editing options is a must.

Tagging means that you can group testimonials in a way that makes sense to you, and makes it easier for viewers to comb through. Having a variety of editing options means you can correct mistakes easily and without too much hassle.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+.

]]>http://www.getbravo.com/are-you-getting-the-most-out-of-your-video-testimonial-app/feed/0The Best Kept Secrets About What To Say in a Video Testimonialhttp://www.getbravo.com/the-best-kept-secrets-about-what-to-say-in-a-video-testimonial/
http://www.getbravo.com/the-best-kept-secrets-about-what-to-say-in-a-video-testimonial/#commentsFri, 14 Nov 2014 19:20:41 +0000http://www.getbravo.com/?p=9704

There are no set rules about what to say in a video testimonial. Which, if you’re just starting out, is both good and bad news. On one hand, if there were, it would get boring pretty fast, right? On the other, that means you need to have an understanding of what viewers need to hear.

Here are a few examples of the best things to say, along with the different ways to get them.

Sometimes you need to let a natural do their thing to get the best results

There’s always a debate about using scripts for testimonials; when to use them, if they should even be used at all compared with an outline, which gives a general overview without sounding forced. Sometimes, though, you need to let the speaker go without direction.

Testimonials rely on fresh viewpoints from people who can say things in an enlightening or captivating way.

And this might not happen very often, but it’s something you’ll begin to spot as you get the hang of things. You’ll find there are certain people who are born to give video testimonials. They’re great speakers, at ease, undaunted with summing up their thoughts and recording them.

When you find these people and tap them for a testimonial or longer video, the best thing you can do is let them go and stand back to watch them work their magic. They’re likely to come up with things that you haven’t considered, to look at your brand from a different angle, which is invaluable and something you’ll want to make the most of.

Stay away from generic descriptors like great or best ever

That being said – you’re not always going to have clients or peers who are gifted speakers. They’re going to need an outline, or a question or two that’ll serve as a prompt. Your job is to make sure you stay far, far away from generic descriptors for your brand.

Words like nice, great, or best ever are so overused at this point, that you’re running the risk of viewers thinking your testimonials are fake. If you provide a general script for them to use, make sure you allow them to come up with their own descriptors to detail what you do. You want your clients to say what they really think, in terms that come naturally to them. Using terms that sound manufactured are going to turn off viewers and you risk losing their trust in the process.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+.

Is your video testimonial conversion rate not looking so hot these days? We know that video has a lot of marketing power. According to ReelSEO, consumers who don’t watch the video are still “converting at a significantly higher rate” than shoppers viewing a page without video.

Why the success? In the case of video testimonials, it stems from you allowing consumers to connect with each other. To hear more than the usual salesy stuff from people who they can see themselves in when they’re figuring out what makes your brand worth investing in.

So, what happens if your video testimonial conversion rate isn’t doing so well? Does it mean that testimonials just aren’t for your brand? Before you jump to conclusions, there are a few factors you should look at. More often than not, it’s only a matter of making some minor adjustments to get you back on track.

Knowing your audience

One of the fundamentals of great video, or connecting with your audience, in general, is knowing them on more than a surface level. You probably have the basics down – highlighting the demographic you should be focusing on. But if you’re missing the details, there’s a very good chance the testimonials aren’t going to hit home.

These details include everything from the problem your brand’s going to solve for consumers, to what you can give them that your competition’s lacking. When they’re viewing the testimonials you’re displaying, they need to not only connect with the person speaking – what’s being said also needs to resonate enough to mobilize them. The only way you’re going to get that kind of content in your videos is by knowing your audience, which will allow you to ask clients who have agreed to record a video the right questions.

Placement

How are you displaying your testimonials? If you don’t have a plainly visible link – there’s your first problem. Consumers shouldn’t have to hunt or wade through clutter to find them.

Another common issue is the visual appeal. The page itself should have a tidy, simplistic design to keep the focus on content. It’s a great idea to use colors that match the logo your brand’s known for in order to keep up continuity.

Make them relevant

Keep your videos relevant. Not just the topics and questions, but also make sure they reflect what’s happening with your brand.

Rolling out a shiny new feature? Great! Invite clients to test it out and record their thoughts. New initiatives, campaigns, feature updates – have the potential for great video testimonials. If you don’t continue asking clients, and instead stick to the same handful of videos, you’re going to miss out on showing off the great work you’ve been up to.

Trying to cover too much ground

Video testimonials that attempt to cram in every detail about why your brand is great are doing more harm than good. Video that tries to hit too many points tends to lag. Or worse, the recorder will begin to ramble and go off on tangents that have nothing to do with the topic at hand.

It’s best to keep the focus on one thing – one aspect of what you do well and why your client thinks it’s worth sharing in a testimonial. Don’t try to make one video do the work of five. Keep it focused and keep viewers from clicking away in confusion.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+.

Where does the temptation to pay for video testimonials come from?

By now I think we’re all familiar with sites that promise testimonials for a low price. They try to hook you on the ease of the process, which involves a total stranger giving your business a glowing review, so you can place it on your site.

So, what’s the appeal? I guess it’s easy enough to hand over the cash for instant results. But what’s the downside? First, let’s take a look at what makes traditional video testimonials, the ones that actually come from loyal clients, such a powerful part of your marketing strategy.

Why testimonials work

One of the key elements behind the success of video testimonials is the social proof that’s at play. Social proof is a psych term used to describe the need for us as consumers, and in other areas of our life, to look around us before making a decision. We like to check in with what the crowd’s doing – to make sure we’re not making a bad decision that goes against the norm.

This is especially true with purchasing decisions where we’re investing time and money. Video testimonials provide reassurance. If other consumers have made the decision to stick with your brand and are willing to record a testimonial about it, that significantly diminishes the possibility they’d be making a mistake if they did the same.

They also work well because it shows that you’re committed to hearing from clients. It’s a rarity these days that brands are proactive with customer service and making them feel like their experience and how you can keep up the good work or do better, is important to you.

Allowing this process to play out among consumers has a proven track record of success which doesn’t include introducing testimonials that are paid for into the mix.

The truth about purchasing video testimonials

The truth about making the decision to pay for video testimonials is harsh, but I think you can handle it.

The truth is that it shows a lack of effort, an unwillingness to put in the time to strike up that conversation and ask for video, and the follow through to make sure you’re asking the right questions so the video that goes up on your site, or gets shared, is doing what you’d like it to.

A concern that I’ve heard expressed is, What do I do if I don’t have enough clients right now to fill that need for testimonials?

You work with what you have. If that means waiting it out until you get to the point where you have enough clients who have been with you for awhile, who would feel comfortable giving you their support, then that’s what you do. The solution here isn’t, I’m just starting out so I better pay for testimonials to get the ball rolling. Your efforts should be focused on maintaining excellent customer service and building up your client base instead of using fake testimonials because you think they’ll help get you ahead.

When it comes right down to it, paying for testimonials is dishonest. There’s nothing of value in these videos because they’re not actually reflecting the experiences of your clients. It doesn’t play into what makes actual video testimonials a hit, and it will really bruise your brand’s image once consumers start calling you on it. Which they will. Plenty of businesses make the mistake of underestimating consumers, who have a finely honed sense of when they’re not getting the whole truth. In the same way that we can tell when text testimonials have been planted, same goes for video.

It’s not worth the risk of turning off consumers who might have otherwise chosen to invest in what you do. Paying for video testimonials is a lose-lose for your brand and consumers.

Keep it honest, keep it real.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+.

Asking for video testimonials doesn’t have to be a nerve-wracking experience; filled with wondering how you should go about it, when, and whether or not your client will say yes. It’s something that’ll get easier over time and even become second-nature.

Here’s what you need to know when you’re getting into the swing of things!

1 The majority of your clients will be more than willing to talk up your brand

A decent amount of the trepidation that comes with asking for video testimonials has to do with the fear of being shut down. What if one person says no? What if they all say no? The truth of the matter is that you’re way more likely to get a yes than a no.

For one thing, they’re your clients. You not only provide a valuable product or service; if you’re doing things the right way, you have the kind of customer service going that makes people want to help you in return. The other reason? In general, people aren’t going to have to go out of their way to record a testimonial. You’re not taking up a ton of their time, or asking for anything other than a quick video where they introduce themselves and talk about one thing you do well. Simple, time-friendly. The fact that it’s not going to inconvenience them makes it that much more likely that they’ll help you out.

2 Asking via email has several advantages…

What’s so great about email? A few things. First, you’re giving clients info they can reference repeatedly. When you send a message asking for a testimonial, giving an outline of how you’d like it set up, including length and potential questions, they can look at it while they’re responding to you, and again when they go to record what they have to say.

It also simplifies things on your end. It only takes a few minutes to set up a template so you have a pre-made message to send out to each person you’re asking. The template can always be updated and tweaked, depending on the client and situation, so you have it ready to go at a moments notice.

3 …vs asking in person

Which isn’t to say that asking in person is awful. It’s not. In fact asking in person is a great way to go if you have an established relationship with the client. It also makes people feel special which isn’t always the case with email, as practical as it is.

4 They’re going to require some prompting after the initial asking

So, the asking is out of the way. Job’s done, right? Wrong.

Once you ask and get the go-ahead, it’s time to make sure your client knows what you’re looking for from their video.

One of the worst mistakes you can make is not being clear enough and failing to communicate what you’re going for. You want video that’s quick and honest to avoid content that drags or requires editing. That means having an idea well in advance of the goals for each video and overall. Otherwise you’re potentially wasting a whole lot of time by receiving video that doesn’t really suit your needs.

5 Asking isn’t a one time thing

As you begin accepting video from clients and then sharing and displaying them, you’re going to get savvier at figuring out what viewers like to see – which is great because asking for testimonials isn’t a one time thing. Consider how many new features and updates you make over the course of one year and what a great opportunity it is for clients to speak up about what a great job you’re doing.

It’s best to get into the habit of asking, become comfortable with striking up the conversation or shooting an email to your loyal customers because you can’t make anything happen if you don’t at least start there.

by Estee Shaw

Estee is the resident blogger here at Bravo Video. When she’s not writing, she’s thinking about what she’ll write next. You can find her on Google+.